SWITCHING COST SEBAGAI VARIABEL PEMODERASI PENGARUH ANTARA KUALITAS LAYANAN TERHADAP LOYALITAS NASABAH BANK SYARIAH DAN SWITCHING INTENTION

This research aimed at finding out switching cost as moderating variable in effect of service quality and customers loyalty towards switching cost of sharia Bank with the highest index of customers loyalty in Yogyakarta. This research employed survey method by information such as gender, age, income, status as customer, education, duration of being customer, and monthly income. The research respondents were selected using purposive sampling with criteria that have been determined that is individuals who have been customers of Sharia Bank for 2 years or as many as 100 respondents. The instrument was tasted using validity test with Confirmatory Factor Analysis (CFA), while reliabity test was conducted using Cronbach Alpha Analysis. To test the hypothesis, simple Tinier regression and Moderated Regression Analysis (MRA) were used, and the analysis instrument of this research was SPSS program of version 20. The research result shows that there is effect of servise quality and customers loyalty of Sharia Bank, while there is no effect of servise quality towards switching intention. Moderating variable of this research has a role as quasi moderating.
Keywords: Service Quality, Customer Loyalty, Switching Intention, Switching Cost
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